The 'Glass Skin' Trend: How K Beauty Imagery Became A Powerful Marketing Tool

In the first Pretty Analytics forecast report, Beauty Look Ahead, we explored which K Beauty terminology would step forward to inspire future skincare. In Chapter 6, The Minimal Landscape, we discussed how the 10-step skincare routine has a short global lifespan but textures and finishes such as “glass skin”, “Chok Chok” and that “bouncy skin feeling” will be key. They provide that glowy, fresh and hydrated skin look that is highly sought after. Another term which has recently garnered popularity across the Western beauty market is “cloudless skin” which refers to a clear complexion.

Recently, K Beauty retailer Peach & Lily , introduced their own brand line with the Glass Skin Refining Serum to be the first product shipping from June. With hyaluronic acid, niacinamide and mountain yam (to name but a few key ingredients) its aim is provide smooth, toned and super hydrated skin. The full collection will be available later this Summer and we're looking forward to seeing what's next!

Another term which has recently garnered popularity across the Western beauty market is “cloudless skin” which refers to a clear complexion.

Another US based K beauty retailer, Glow Recipe, had previously launched their own brand skincare in line with the same textures and aesthetic. This includes the Watermelon Glow Pink Juice Moisturiser, Sleeping Mask and Blueberry Bounce Gentle Cleanser. Recently, they also launched their Watermelon Glow Jelly Sheet Mask which includes hyaluronic acid and centella asiatica.

Yuri Pibu is another Korean skincare brand favouring the glowy, glass skin approach. Showcasing ingredients such as cucu black truffle, artichoke, parsley and fermentation from sake yeast. Interestingly, their formulations do not contain “aqua” and take on the waterless beauty trend through the use of active botanical and plant waters. Other brands such as Saturday Skin and J.One are also fuelling this. With Saturday Skin showcasing product names such as “Daily Dew” and “Featherweight Moisturiser”.

In essence, most of these phrases are used to fuel marketing. They offer creative language to express skincare that aims to provide clear and hydrated skin. What is interesting to note is how powerful these “skin words” are in creating the right imagery and communicating to the consumer an idea of the texture and skin finish of a product.